WellStar Health System

Atlanta, GA – Pittsburgh Community

Strategic Communications Campaign
Heart Health in African American Women
OBJECTIVE
To increase awareness around heart health issues in African American women by
30% within one year of campaign implementation as measured by post-surveys and
number of scheduled cardiology screening appointments.
INVESTMENT/BUDGET
$100,000
BACKGROUND
The prevalence of heart health issues in women is on the rise – which claims the lives of
approximately 50,000 African American women annually. While heart disease and other
heart-related issues are often thought to be more of a concern for men, studies have
shown that heart disease is now the #1 killer in African American women. As one of the
largest healthcare systems in the state of Georgia, it is our duty at WellStar to provide
care and education related to healthcare. Our mission reads: “To create and deliver high
quality hospital, physician and other healthcare related services that improve the health
and well-being of the individuals and communities we serve”.

STRATEGY AND KEY STAKEHOLDERS

Located on Atlanta’s southwest side, the Pittsburgh community is currently
undergoing major redevelopments. In recent years, the Pittsburgh community has been
heavily disadvantaged, stricken by poverty and the housing crisis. These days, however,
Pittsburgh offers a promising future with the development of Pittsburgh Yards, multi-use
office spaces, new restaurants, employment opportunities, home renovations, and more.

In communities where majority of the occupants are challenged with financial hardships,
proper healthcare is usually inaccessible – often due to a lack of resources. Heart disease
and other heart-related issues are preventable and early detection is crucial. Without the
resources available, African American women are unable to receive cardiovascular
screenings and assessments necessary to combat this epidemic.

This campaign does not require WellStar to fund a new facility in Pittsburgh. Instead, by
utilizing the multi-use office spaces, WellStar can regularly offer free cardiovascular
screenings to the women of Pittsburgh. Informational pamphlets outlining the signs and
symptoms of heart-related issues and statistics will be distributed throughout the
community to increase awareness. Advertising through television
commercials, social media, ad space on the Pittsburgh Yards website, and physical
signage posted throughout the community will be critical. This campaign’s efficacy will
be measured by surveying the population about women’s heart health and tracking the
number of cardiovascular appointments scheduled over a designated timeframe.

It is imperative that WellStar is part of Pittsburgh’s continued growth. Implementation of

this campaign enables WellStar to pioneer the healthcare organization in providing heart
health resources to African American women in the Pittsburgh community.

Key stakeholders: African American women, other Pittsburgh residents, and Pittsburgh
investors